Multimodale Produktbewertungen in Videos von Influencerinnen auf YouTube

The presented paper is about the evaluation of products in digital styling formats, such as tutorials, hauls and tops&flops. Therein, we provide an approach to analyze specific para-interactive processes specifically addressing a teenage audience. Semiotic as well as interactional approaches are considered to demonstrate, based on video material, how YouTube influencers use multimodal potentials of various text types para-interactively to integrate their (female) recipients into the video itself. This phenomenon leads to the fact, that the audience may not only share the perception of presented products, but also, the influencers' evaluation

Metadaten
Author:	Barbara Böckmann GND, Dorothee Meer GND, Michelle Mohn GND, Anastasia-Patricia Och GND, Ilaria Paltrinieri GND, Alina Renelt GND, Christine Ramdorf GND, Daniel Rettinghausen GND, Katharina Staubach GND, Martin Tenz GND
URN:	urn:nbn:de:hbz:294-69634
DOI:	https://doi.org/10.1515/zfal-2019-2003
Parent Title (English):	Zeitschrift für angewandte Linguistik
Subtitle (German):	zur parainteraktiven Konstruktion von Warenwelten
Subtitle (English):	how para-interactive strategies construct commodity worlds
Title Additional (English):	Multimodal product evaluations in videos by influencers on YouTube
Publisher:	De Gruyter Mouton
Place of publication:	Berlin
Document Type:	Article
Language:	German
Date of Publication (online):	2020/02/11
Date of first Publication:	2019/04/23
Publishing Institution:	Ruhr-Universität Bochum, Universitätsbibliothek
Tag:	(osmotische) Werbung; Bewertungen; Digitale Textsorten; Jugendliche Adressatinnen; Parainteraktion
Volume:	70
Issue:	1
First Page:	139
Last Page:	171
Note:	Dieser Beitrag ist aufgrund einer nationalen Lizenz frei zugänglich.
Institutes/Facilities:	Germanistisches Institut
open_access (DINI-Set):	open_access
faculties:	Fakultät für Philologie
Licence (German):	Nationale Lizenz

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